I'm Eric, the founder of Topology Eyewear. We agree that "stock" eyewear (a.k.a. off-the-shelf eyewear) is overpriced. Worst than overpriced, it doesn't fit you very well, because it wasn't made for you! Everyone is different, so we have figured out how to make every one of our glasses different: 100% custom made to fit each individual, like a custom suit; made from the same luxury Italian acetate (plastic) and full-hard stainless steel you'd expect from a high-end frame. And our optics are BETTER than you'd get from your doctor, b/c we compensate for 3D position of wear. And it's all done via an iPhone app using 3D face scanning. Check it out at http://www.topologyeyewear.com or on the App Store at http://bit.ly/topologyapp I'm happy to answer here any optical or technical questions anyone has - just hit reply!